Uber: Managing a Ride in China
As the ride-sharing app, Uber, expands into China, it is confronted by government regulatory concerns and local competition, while also facing opportunities generated by a fast-growing emerging market and aided by local collaborators. Uber endeavours to take the lead in the market, but, as the newcomer, it needs to make many decisions. The case study highlights China’s online chauffeuring market and the challenges facing Uber. As students attempt to develop a feasible plan for Uber to succeed, they will review Uber’s service offering and the strategies that both Uber and its competitors have adopted. The case also explores other opportunities and challenges that Uber faces as the company works with local businesses and government responses toward the new business sector.
Collection: Ivey Business School (Canada)
Ref: IVEY-9B15A047-E
Format: PDF
Number of pages: 14
Publication Date: Sep 21, 2015
Language: English
Review date: Feb 29, 2016
What material is included in this case:
Description
As the ride-sharing app, Uber, expands into China, it is confronted by government regulatory concerns and local competition, while also facing opportunities generated by a fast-growing emerging market and aided by local collaborators. Uber endeavours to take the lead in the market, but, as the newcomer, it needs to make many decisions. The case study highlights China’s online chauffeuring market and the challenges facing Uber. As students attempt to develop a feasible plan for Uber to succeed, they will review Uber’s service offering and the strategies that both Uber and its competitors have adopted. The case also explores other opportunities and challenges that Uber faces as the company works with local businesses and government responses toward the new business sector.
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Year: 2015
Geographic Setting: China
Industry Setting: Transportation and Warehousing;
Learning Objective
This case is appropriate for an introductory course in marketing or strategy or as a useful addition to a course on international business. Students at various levels, undergraduate through MBA, will gain a better understanding of both the new business opportunity and the Chinese business environment. In discussing the case, students will learn to develop an integrated view of the market to consider all relevant factors and to identify the key elements in marketing strategy. Key objectives include the following: ·To introduce Uber and its competitors in China. ·To introduce the main strategies adopted by Uber and its competitors in China. ·To identify the core competencies of Uber relative to those of its competitors. ·To identify the challenges and opportunities confronted by Uber. ·To develop a value proposition and marketing strategy for Uber.
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"Uber: Managing a Ride in China"
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